Preetham Venkky, Chief Digital Officer at DDB Mudra, emphasizes the significance of these changes, saying, “You can see how you don’t even get to organic search results in the first fold. Just look at the user experience: you open it, first you get SGE that’s practically half the screen, and then it’s sponsored ads. And then you get the organic results. So right now, Google is increasingly looking at SGE as organic.”

Anthropic, founded by the sibling duo Dario and Daniela Amodei, who formerly served as engineers at OpenAI, has rapidly ascended as a prominent player in the AI domain since its inception in 2021. A report from The Wall Street Journal reveals that the founders encountered differences with OpenAI CEO Sam Altman regarding the responsible development of AI technology.

Dhruv Shah, VP of CX at FCB/SIX India, suggests that if SGE remains in its current state, the impact may be limited, as users might initially explore the feature but return to their traditional search habits. However, as Generative AI continues to advance, it is likely that more users will rely on SGE for answers. This could potentially affect blogs and informative websites by reducing their traffic. Brands can still gain traction by optimizing their pages and featuring in the Snapshot Carousel on the right-hand side of SGE.

Mitesh Kothari, Co-founder and Chief Creative Officer at White Rivers Media, believes that SGE’s key features, including the AI Snapshot, Conversational Mode, and Vertical Experiences, offer brands new opportunities for more refined and contextually relevant engagement with consumers.